No description available.

The persistence of dominance depends upon the capability of a firm to maintain such a position after it has been able to acquire it. Yet most of the existing research has been relatively unsuccessful in identifying specific factors that are likely to allow any firm to effectively deal with all forms of competitive challenges over an extended period of time. / As such, the goals of this research were to investigate the persistence of dominance across several different types of industry contexts. On the whole, the results suggest that differences in the persistence of dominance can be linked to the characteristics of each industry context. In large part, these differences can be attributed to the strategies that must be pursued by the dominant firms in order to maintain the specific types of advantages that can be effectively used in each of the three types of industry contexts that could be identified.

Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2006. / Includes bibliographical references.

No description available.

Thesis (Ph. D.)--University of Wisconsin--Madison, 1988. / Typescript. Vita. eContent provider-neutral record in process. Description based on print version record. Includes bibliographies.

Thesis (Ph.D.)--University of Nebraska-Lincoln, 2009. / Title from title screen (site viewed September 08, 2009). PDF text: 109 p. : col. ill. ; 886 K. UMI publication number: AAT 3352412. Includes bibliographical references. Also available in microfilm and microfiche formats.

La presente Tesis consiste en el desarrollo de un plan de marketing para incrementar la participación de Entel en el mercado de equipos prepago, teniendo como clientes objetivos a los usuarios millennials del Departamento de Lima. El objetivo principal es que Entel aumente de 4% a 8% la participación SIM o chip prepago en el periodo de un año (periodo comprendido entre julio 2015 a junio 2016), soportado por un aumento en un 100% del mercado millennials principalmente los pertenecientes al sector económico “C”, buscando restar participación a los dos principales operadores en el mercado local que son Claro y Movistar, quienes para el año 2014 cuentan con un 41% y 55% de participación respectivamente. El estudio toma en consideración los cambios demográficos presentados en los últimos 2 años, así como los cambios en el aspecto legal (portabilidad, desbloqueo de equipos), social (comportamiento del consumidor de equipos móviles), económico (reducción de los costos de interconexión y de tarifas telefónicas) y tecnológico (ampliación de la banda ancha, uso de la tecnología 4G) que influyen en el crecimiento del mercado de telecomunicaciones. 2 El comportamiento de la industria, cuyos cambios experimentados en los últimos años y el posicionamiento de los competidores actuales como Movistar, Claro y Bitel permiten realizar un análisis acerca del nivel de satisfacción o insatisfacción del usuario final, el cual servirá para la definición de la estrategia a tomar para captar al mercado objetivo. El mercado potencial de usuarios millennials se realizó tomando en cuenta los datos relevantes como el número de millennials que habitan en la ciudad de Lima pertenecientes al nivel socioeconómico “C”, así como el estimado de cuantos equipos smartphone y líneas prepago activas se encuentran vigentes al finalizar el año 2014. Asimismo, se explica las razones por la cual Prepago Entel se encuentra ubicado en la etapa de introducción de su ciclo de vida. Con los resultados obtenidos y el análisis respectivo, se determina que la estrategia genérica a realizar por Entel será la de diferenciación, apoyándose en características de la marca como la transparencia y claridad al transmitir sus mensajes, el excelente servicio que proporcionan y la velocidad en la navegación 4G. Finalmente, se proyecta el nivel de ventas de chips prepago que se espera lograr producto de la puesta en marcha de las estrategias de captación de clientes, además de los ingresos que se obtendrán producto del aumento en el número de recargas promedio. Los resultados se verán contrastados con los costos y gastos de la puesta en marcha de estas iniciativas de marketing, demostrando el resultado positivo en el crecimiento de la participación de mercado para Entel. / Tesis

As the economy has been growing fast in China, Chinese people have more incomes and then higher standard of living. In the case of household water treatment, more and more urban residents in China use bottled water or water filtration system instead of tap water because people start to worry about polluted tap water. According to a survey from China Water Supply Services Promotion Alliance in 2014, 59% of urban residents drinking water is from tap water (after being boiled), 41% from bottled water and water filtration system. The 41% participants prefer bottled water as the first choice over a water filtration system. The comparative advantages and disadvantages of home water filtration system and bottled water are analyzed using comparative analysis. The reasons why home water filtration industry has grown slowly in urban China even though it is less expensive and has environmental benefits are analyzed using a system dynamics model. The model focuses on the physical system of home water filtration industry. The study shows that order delivery delay and service time are key factors to the adoption rate of home water filtration system. However, initial cost becomes a limiting factor to the growth of the market of home water filtration system. The study proposes the according market policy, demand policy, and supply policy to improve the current scenario.

Banking leaders who fail to implement social media data-driven marketing strategies lose opportunities to increase customer market share through customer acquisition and retention, improved customer service, heightened brand awareness, customer cocreation, and relationship management. The purpose of this multiple case study was to explore strategies banking leaders used to integrate social media analytics into marketing strategies to increase customer market share. The target population was 6 senior bankers from 2 banks in the mid-Atlantic region of the United States, with a significant social media presence, including 25,000 or more followers across 2 social media platforms. The disruptive innovation theory served as the conceptual framework for the study. Data were collected from semistructured interviews and a review of the organizations' public business documents, websites, and social media websites. Data were analyzed using coding to determine themes. By analyzing these sources and performing methodological triangulation, 8 key themes emerged that were categorized into 4 groupings: (a) social media knowledge management, (b) social media marketing strategy implementation, (c) social media data challenges and communication, and (d) social media competitive gain and future enhancements. The implications of this study for positive social change include social and environmental benefits such as creating jobs and economic growth through a corporate social responsibility initiative. Current and prospect customer bases, local communities, bankers, and stakeholders might benefit from the findings of this study.

University of Technology, Sydney. Faculty of Business. / This thesis examines the concept of differential advantage and its relevance to the formulation of marketing strategy. It compares the model of market share determination, based on the possession of differential advantages in marketing mix variables, with one based on the concept of marketing effort. The two models are examined using data on new passenger car registrations collected from Idaps and Paxus1 respectively, media spend from Bruce Tart and Associates, and later AIM Data2, car dealerships from the Telecom Yellow Pages, and car models and new passenger car prices from Wheels Magazine, for the period 1983 to 1993. The above data was corroborated, where possible, by means of authoritative sources in the motor car industry in Australia. The theory of market share determination, based on share of marketing effort is an attractive one. This thesis finds that the relationship between market share3 and share of marketing effort is positive, consistent and statistically significant. It confirms the place of marketing effort as a model of market share determination in the marketing literature. Differential advantage is an index of competitive activity that is calculated by subtracting concurrent market share from share of marketing effort. The proposition, advanced by Cook and Rothberg (1990), is that increasing amounts of differential advantage are positively related to increasing levels of market share. This thesis does not support this proposition. At an overall level of analysis, the relationship between market share and differential advantage is a negative one. Only when a subset analysis is done, for small car makers, is there a weak but statistically significant and positive relationship between market share and differential advantage. The overall negative relationship between market share and differential advantage may be explained in part by the economic uncertainty of a boom and economic recession during the period under consideration in this thesis. A further possible explanation is that the data may not have captured fully the relationship between market share and differential advantage. The data examined the relationship between market share and differential advantage with only four independent variables. A larger number of independent variables, or different ones, may have described the relationship more effectively. Such data was not available. A more fundamental conclusion that is supported by this thesis is that successful competitive strategy simply does not require share of marketing investments to be greater than concurrent market share. The place of differential advantage in the formulation of marketing strategy is questioned. This thesis supports the value of competitive marketing effort in the formulation of marketing strategy.